In the past, companies stayed far away from political topics or anything dealing in controversy. Now, they're being chastised for not having a stance on social issues that matter to their customers.
Of course, this is a very slippery slope and can easily backfire if you push the edge too far. The key to being edgy with social branding is to be honest and sincere with your approach.
People see through fluff and the moment they spot it.
You've missed the target and there's egg on your face.
Social branding is about being in touch with the issues, your customers and showing them that you care about the same issues they read and share everyday.